HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : December 2016
While Australia basks in its summer temperatures, AWI has stepped up its collaborative marketing activity during the important autumn and winter months of key northern hemisphere markets. An example of this is AWI’s marketing support for US company Woolrich John Rich & Bros which has launched its new Merino Wool Arctic Parka, made with Loro Piana’s 100 per cent Merino wool innovative Storm System® fabric. Storm System® consists of a double barrier: the water-repellent Rain System®, and the exclusive hydrophilic membrane that is resistant to water, windproof and allows the skin to breathe. With support from AWI, Woolrich John Rich & Bros has undertaken an advertising campaign in high-profile magazines, a digital campaign and dedicated store windows to promote this product across global cities including New York, London, Berlin, Amsterdam and Milan. “The partnership with The Woolmark Company has been the natural result of an innovative return of this incredible fibre in one of Woolrich’s most iconic pieces,” explained Woolrich John Rich & Bros Creative Director Andrea Canè. “The Woolrich Arctic Parka, made with Loro Piana Storm System fabric, incorporates in one garment tradition, innovation, technology and contemporary style. “A natural fibre, Merino wool is able to guarantee high performances in dynamic situations and suitable for every need.” Wool has been in the DNA of the iconic American brand for more than a century. It all began in 1830 with a woollen mill in Pennsylvania and this mill has now become the oldest manufacturing company still in business in the USA. The company originally created wool products for the outdoors and for American farm work, having recognised the technical and thermal performance attributes that are natural to wool. Woolrich products are still essentially rooted in the clothing needs of American pioneers: from the early lumberjacks and farmers through to the workers who took part in the construction of the great Alaskan Pipeline. However, the Woolrich John Rich & Bros brand today has also grown across Europe and Japan, with the company now combining the brand’s historical identity with a contemporary interpretation of iconic Americana, incorporating worldwide design influences and a sophisticated take on outdoor and utilitarian style. This tradition and future of wool is also being highlighted in a series of well- publicised events celebrating the arrival of the new Woolrich Merino Wool Arctic Parka. ‘The Woolrich Mill: tradition and future of wool’ photo exhibition will be exhibited in global flagship stores, detailing the journey to the oldest woollen mills in the United States through to the presentation of the new Arctic Parka. MORE INFORMATION www.woolrich.com A storefront of Woolrich John Rich & Bros showcasing the Woolrich Merino Wool Arctic Parka, for women and men. WOOLRICH AND WOOLMARK PROMOTING WOOL To help promote the use of innovative Merino fabrics, and thereby increase demand for the fibre, AWI has helped support the marketing of outerwear by Woolrich John Rich & Bros that uses Loro Piana’s 100 per cent Merino wool Storm System® fabric. OFF FARM 13
In the Shops - March 2017